What if we told you that cruise vacations have their own version of Black Friday—but that instead of a single day of deals, it's an entire season of discounts that take you from “should we take a cruise” to “book this right now"? Welcome to cruising’s “wave season.”

Cruise lines typically push out their best promotions from January through March—the so-called wave season (so known because it's like a "wave" of deals and bookings) can include anything from deeply discounted prices on a specific cruise to boosts on amenities, like unlimited onboard internet, or getting gratuities and beverage packages included in the costs of a booking. Regardless of the promotion, the timing couldn't be better, giving you a moment’s escape from the gray skies, cold temperatures, and post-holiday doldrums of late winter—which the industry does by design. “Historically, wave season started about the same time as the arrival of the first seed and gardening catalogs, when those in colder climates were ready to look forward to spring and start planning for warmer weather and outdoor pursuits,” says Linda Allen, of Cruises by Linda, a veteran cruise planner who frequently arranges better views, free upgrades, onboard credits, and such for her clients.

Wave season may capitalize on cabin fever, but for travelers, it's a huge opportunity—especially if they've been thinking about taking a cruise for the first time—as they can rack up some serious discounts and amenities at little to no extra cost during this time. “The entire travel marketplace is built on a revenue model that rewards early bookers, as prices increase based on the supply and demand cycle,” says Tom Baker, of CruiseCenter, who has taken no fewer than 200 cruises and knows the ins and outs of nabbing deals on them. “Most cruise lines go into the new year already 50 to 60 percent booked, but another 20 percent is typically booked during this period. This is really the opportunity [for travelers] to take advantage of early booking specials, upgrades, onboard credits, and incentives before prices begin to rapidly increase.”

Wave season deals aren’t hard to find—they're well advertised. Tap through Instagram Stories, and there’s a Royal Caribbean Cruise Line ad touting 60 percent off the second guest with a reservation for a sailing. Scroll down your Facebook wall, and a sponsored Holland America post entices with the promise of cruises for only $99 to reserve. Dive into a long read online, and paragraphs are interspersed with a Cunard banner teasing double cabin upgrades. There are almost too many deals to choose from, which is why wave season is also boom time for travel specialists, who track such trends and can often negotiate additional, agency-exclusive perks—and help guide you on which one to book. (Start with our own list of recommended Travel Specialists.)

“If you're cruising [on a major cruise line] and not getting complimentary drinks, internet, gratuities, or onboard credit, I think you're doing something wrong,” says D.C.-based traveler Christina Saull, who sailed Alaska's Inner Passage last year and is looking forward to cruising the Norwegian Fjords this summer—all via leveraging wave season deals. “This is where having an excellent travel agent comes in handy. If we're thinking about booking a cruise, I'll have my person price it out for me and let me know if there are any perks included. And if there aren't, she will keep an eye on it and book us when there is a perk available.”

So what’s good this wave season? Baker’s pick comes from Norwegian Cruise Line, which is offering a beverage package, specialty dining, internet, onboard credit, and (not or) reduced airfare from U.S. gateway cities. In lieu of highlighting one deal, Allen stresses that now is the time for multi-generational families to land perks while confirming availability of connecting, triple, or quad cabins for cruises in 2020. In our own research, we found that river cruiser Uniworld is offering up to 30 percent off a wine-focused sailing through Bordeaux, France, as well as its new wellness-themed experience in India’s Golden Triangle and along the Ganges, plus new itineraries on the Moselle & Rhine (10 days from $3,359) and in China on the Yangtze (11 days from $5,199), if you book by March 31. If you like doing your own research, trade publication Cruise Critic maintains an up-to-the-moment list of wave season deals on its site.

The start of this year’s wave season was a little slow as the government shutdown made families a little cautious about spending, but with arrivals of backlogged income and tax refunds on the way, this year's deals season could be one of the longest yet. Race you to the lido deck!